Job: VP of Marketing (Tourism & Attractions)

Company Description

Our client is a well-established, family-owned nature park and visitor attraction in the southeastern United States. The organization operates a destination property alongside complementary hospitality and retail operations, and is currently pursuing a multi-phase plan to expand its offering and enhance the guest experience.

Objective of the Role

Reporting to the President & COO and serving as a member of the Executive Leadership Team, the Vice President of Marketing will define and lead the enterprise marketing, innovation and sales strategy across all business lines. The position holds accountability for brand positioning, visitation growth and total revenue performance, and is expected to translate consumer and market intelligence into integrated commercial plans. This is an elevated executive position created to support the organization’s next phase of growth.

Ideal Profile

The successful candidate will bring senior marketing leadership experience gained in attractions, tourism, hospitality or another experience-led consumer environment. Comparable backgrounds may be found in organizations such as Herschend Family Entertainment, Cedar Fair, Ripley Entertainment, Great Wolf Resorts, Biltmore, or regional destination marketing organizations. Candidates should be equally comfortable setting long-term strategy and operating hands-on within a lean structure, and should demonstrate commercial ownership across both demand generation and sales conversion. Strong cross-functional influence, data literacy and the ability to protect and elevate a well-established regional brand are essential.

Responsibilities

• Define the long-term marketing vision and enterprise brand strategy across all entities and channels.
• Lead integrated marketing plans that drive visitation, guest engagement and revenue growth, with clear performance metrics.
• Provide executive oversight of the sales function, including group sales, partnerships and other revenue-generating channels, and support the transition toward a proactive outbound sales approach.
• Direct the innovation agenda, identifying new experiences, revenue streams and guest journey improvements.
• Establish a structured approach to capturing and analyzing voice of the customer, market trends and competitive activity.
• Develop and manage enterprise marketing and innovation budgets, prioritizing investment on the basis of return and strategic value.
• Build strategic partnerships with tourism bodies, regional attractions and media partners, and represent the organization externally.
• Lead, develop and structure the marketing and sales teams, including direct management of a sales leader.

Requirements

• Bachelor’s degree in marketing, business or a related discipline; advanced degree preferred.
• Minimum of ten years of progressive marketing leadership experience, including executive responsibility for multi-functional teams.
• Demonstrated experience in tourism, hospitality, attractions or experience-driven consumer sectors strongly preferred.
• Proven record of growth delivered through data-informed brand, marketing and promotional strategy.
• Advanced command of marketing analytics, customer insight and performance measurement.
• Exceptional written, verbal and executive presentation skills.
• Valid driver’s license; availability to work a flexible schedule including evenings, weekends and holidays as required, with occasional travel.